Vin & Société, the professional association representing the vine and wine industry in France, unveils a new qualitative study carried out with Ifop and Céline Toussaint, doctor of psychology, dedicated to the image of wine among women. This survey reveals a major change in women's perception of wine and reshuffles the cards of the imagination traditionally associated with the product: once associated with the male world, wine has become a symbol of women's equality and power. According to the study, women are now responsible for drinking wine and ordering a bottle in a restaurant, making wine the marker of a change in our society towards more gender equality.
- A "totem" product that is now combined with glamour and freedom in the eyes of women
During semi-structured interviews, 24 women and 6 men aged between 18 and 64 were able to express themselves on the idea they have of wine today. 1st lesson that marks a permanence, wine is still seen as the "totem drink" of the French, intimately linked to our very identity. This undisputed stature does not prevent an in-depth evolution of the product, which innovates, modernizes, and "feminizes" more and more!
Through the testimonies, the study reveals a real appropriation of wine by women. It is a "stylish" drink to which an image of glamour is attached, which is consumed to decompress and enjoy yourself with friends. Once stigmatized by society, women who drink wine assert themselves as free and equal to men, to the point of making it a certain lever of emancipation. For some respondents, the image of a woman with a glass of wine is a sign of power and freedom.
- Transmission, a complex issue
Despite these developments, there is a cultural pressure around what to do and what not to do with wine. This slows down new forms of consumption (canned wine, chilled wine, non-traditional food and wine pairings) because they are akin to the transgression of a prohibition.
Women also express concern about the risks associated with alcohol consumption.
Traditionally in charge of taking care of the family and the health of those who make it up, they oscillate between the assumed pleasure of consuming it and the values they can transmit to their children. Wine therefore appears to be a complex product, which requires an initiation to learn to appreciate and control it.
Focus: "Not one but consumers"
Conquering, emancipated, "Emily in Paris", the new mistress of the house, but also further away from the world of wine... The study proposes six typical profiles of consumers.
To learn more about the study: https://www.vinetsociete.fr/etude-femmes-vin
Vin & Société is a unique structure in France. It represents the entire vine and wine sector, i.e. more than 500,000 direct and indirect players, and brings together the two families of production and trade. 21 regional inter-professional associations and 7 national organisations act through our association to defend the place of wine in France and transmit its values. On behalf of the 500,000 players in the vine and wine industry, Vin & Société is in constant dialogue with the public authorities and French society. As an opinion leader and the bearer of the dynamics of an entire sector, it also wishes to be a laboratory of new ideas for the wine and society of tomorrow.
Source: BIVB
